'Dude -you were way WAY ahead of them with the countdown to the opener...

For The Journal

Published Tuesday, May 8, 2007

Minnesota anglers are counting the days until the May 12 fishing opener and the Minnesota Department of Natural Resources (DNR) is helping - with a reminder to introduce someone new to the sport.

The DNR will count down the days to the fishing opener on electronic billboards throughout the Twin Cities metropolitan area beginning May 7. The space was purchased in partnership with the Recreational Boating and Fishing Foundation, a nonprofit group dedicated to growing participation in boating and fishing.

"This innovative approach to marketing the fishing opener is aimed at avid anglers," said Mark LaBarbera, DNR communications director. "We're counting on those folks to introduce someone new to the sport and encourage more people to go fishing this year."

Recruitment and retention of anglers has become a priority for the DNR after a statewide survey showed the number of licensed Minnesota anglers ages 16-44 declined 9.3 percent from 2000 to 2005, while the state's population overall in that age category grew by one-half percent.

The billboards are part of a campaign, known as the Anglers' Legacy pledge, which encourages anglers to introduce a nonangler to a quality fishing experience. The pledge is based on research that suggests most people would gladly go fishing if only someone would ask them.

The Recreational Boating and Fishing Foundation will rent another 16 billboards to catch the eyes of motorists streaming north into lake country. These billboards will remind parents and grandparents to take their kids fishing by promoting the "Take Me Fishing" campaign.